Broad Based Segmentation :
This was similar to their current approach of something-for-everyone strategy . The revenues were not growing in this segment . And competitors may also decide to advertise to the same segment , which could impact the ability to grow ratings . Also it was difficult to create a meaningful proposition for all these consumers and needs .
Focus on Fashionistas :
This would be the most niche option which can help in positioning but the risk associated with fashion changes is high . The term Fashionista is used for the segment where people are very fashion conscious and try to do whatever comes in fashion . This segment is comparatively small and likely to be an obvious target for competitors .
Fashionistas and Planners :
Planners are those who plan before copying what ' s in fashion . They do not just instantly follow ' what ' s in ', but plan and then do it . For them price does play a key role and they plan first . This segment gives the most flexibility to target two very attractive segments .
Focusing on just Fashionistas is very niche and TFC thinks it ' s sensible to target Fashionistas and Planners . But a decision can only be made by integrating all the available information and looking at the financials for all these segments . Thus the key to winning for TFC was being market oriented and delivering what the consumer wants .
Reference : http :// www . researchomatic . com / The-Fashion-Channel-112770 . html